3 Ways to Build an Email List for Your Local Election
If Facebook shut down tomorrow, would you still be able to reach your voters?
For many local candidates, the answer is "no." Too many campaigns rely entirely on social media followers, forgetting that they don't own that audience: Mark Zuckerberg does.
The most valuable asset in any political campaign is a clean, owned email list. Unlike a Facebook post, which might only be seen by 5% of your followers, an email lands directly in a voter's inbox. It is the primary way to fundraise, recruit volunteers, and get out the vote.
But how do you get people to hand over their email addresses? "Sign up for my newsletter" is boring and rarely works. You need to give voters a reason to join.
Here are three high-converting strategies to build your list using tools you already have.
1. The "Hot Button" Petition
Nothing mobilizes voters faster than a hyper-local controversy. Is the city planning to cut down a beloved old tree? Is there a proposal to remove a stop sign near a school?
Instead of just posting about it on Facebook, create a Digital Petition on your website.
Why it works:
It captures intent: People signing are showing they care about the community.
It’s shareable: People are far more likely to share a petition link ("Help save the park!") than a generic "Vote for John" link.
It builds your list fast: To sign the petition, they must provide their email address.
How to do it with Candidate Engine: You don’t need a separate subscription to Change.org. Use our built-in Petition Feature to spin up a dedicated landing page in minutes. When voters sign, their data flows directly into your candidate dashboard, tagged with the specific issue they care about.
2. The "Listening Tour" Community Survey
Most candidates talk at voters. You can stand out by doing the opposite: asking them what they think.
Create a simple 3-question survey titled: "What is the #1 Issue Facing [Town Name]?"
Why it works:
It flatters the voter: Everyone wants their opinion to be heard.
It provides data: You stop guessing what your campaign message should be and start using the exact words your voters are using.
It separates you from the crowd: While your opponent is sending flyers talking about themselves, you are sending a digital survey asking about them.
How to do it with Candidate Engine: Use our Forms & Surveys module to create a mobile-friendly questionnaire. You can even set it up so that after they hit "Submit," they are redirected to a donation page or a volunteer signup form, maximizing the engagement.
3. The "Local Resource" Download (Lead Magnet)
In digital marketing, a "lead magnet" is something valuable you give away in exchange for an email. For a local candidate, this shouldn't be a policy whitepaper (nobody will read that). It should be a helpful resource.
Create a simple PDF guide that is useful to residents, such as:
"The Senior Citizens' Guide to [County] Services" (great for older demographics).
"The Ultimate Guide to Summer Camps & Parks in [City]" (great for targeting parents).
"Emergency Preparedness Checklist for Hurricane/Fire Season."
Why it works:
It builds trust: You are providing value before asking for a vote.
It positions you as a leader: You look like someone who knows how the district works and wants to help.
How to do it: Write the guide (one page is fine!), save it as a PDF, and upload it to your Candidate Engine site. Set up a simple landing page where users enter their email to download the file.
Own Your Data, Own Your Race
Social media is for awareness, but email is for action.
By using petitions, surveys, and helpful resources, you aren't just begging for attention—you are engaging your community in a two-way conversation.
Candidate Engine makes it easy to launch all three of these strategies without writing a single line of code.
[Start Building Your List Today - Free Trial]